- With a new marketing campaign for its Crown line of hybrid cars, Toyota demonstrates consumers don’t have to shed style while being eco-friendly.
- The new effort, “Stands Out in Every Sense,” from Saatchi & Saatchi, depicts the driving experience of the Crown vehicles as a moment in time outside of normal life.
- The campaign will run across connected TV, digital video, paid social, streaming audio and experiential channels.
The campaign includes a 30-second television spot, “Tango,” that depicts two Crown drivers stopped at a red light. As they check out each other (and each other’s cars), the scene changes to a desert mesa where the two vehicles drive around each other in a choreographed manner. The scenes of the cars are intercut with the drivers performing a tango. The illusion continues until the light turns green and the cars pull away on their separate journeys.
The effort also includes several 6-second and 15-second non-linear video spots that follow a similar theme. “Power Play” is a shortened version of the tango spot, while “Room to Be Alone” depicts a couple enjoying a picnic from the cargo area of their Crown Signia. As they do, the park empties, leaving them in a serene meadow. A third vignette, “With a View,” shows a Toyota Crown motoring down a busy street in the morning. Inside, however, the couple envisions themselves driving in the peaceful rolling hills of the country. “This campaign seamlessly captures the elevated experience that our customers can expect from the Toyota Crown Family, including the first-ever Toyota Crown Signia,” said Mike Tripp, group vice president of Toyota Marketing, in a statement. “The 2025 Toyota Crowns’ groundbreaking design pushes the boundaries of convention, bringing a bold new aesthetic to our sedan and SUV lineup.”
